I Touch Myself Project X Serena
Award: Shortlist
Shortlist / Digital Marketing / Use of Talent & Influencers / 2019
In 2014, the I Touch Myself Project transformed the Divinyls’ hit song ‘I Touch Myself’ into a breast health anthem to inspire Australian women to self-check. In 2018, the bra brand Berlei wanted a campaign that reach women across the globe and demonstrate their brand promise to support women’s breast health. So we did a follow-up like no other – touching over I.25 billion and contributing to the conversation about self-detection by 252%. Despite never having sung professionally before, Serena Williams, one of the world’s greatest influencers agreed to front the campaign.
